Plus one GTX 670...
Brand new GPU architectures are typically packaged in reference designs when it comes to power, PCB layout, and cooling. Once manufacturers get a chance to put out their own designs, then interesting things happen. The top end products are usually the ones that get the specialized treatment first, because they typically have the larger margins to work with. Design choices here will eventually trickle down to lower end cards, typically with a price point $20 to $30 more than a reference design. Companies such as MSI have made this their bread and butter with the Lightning series on top, the Hawk line handling the midrange, and then the hopped up reference designs with better cooling under the Twin Frozr moniker.
ASUS has been working with their own custom designs for years and years, but it honestly was not until the DirectCU series debuted did we have a well defined product lineup which pushes high end functionality across the entire lineup of products from top to bottom. Certainly they had custom and unique designs, but things really seemed to crystallize with DirectCU. I guess that is also the power of a good marketing tool as well. DirectCU is a well known brand owned by Asus, and users typically know what to expect when looking at a DirectCU product.
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